De-internationalization of transactional platforms: an exploratory case study

Arto Lindblom, Naoto Nadayama, Kazuhiro Asakawa, Richard Cuthbertson

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


This study explores why some transactional platforms that have expanded into foreign markets decide to de-internationalize. The empirical part of this study focuses on an anonymized transactional platform called Alpha and its de-internationalization from the host market. Our exploratory case study shows that Alpha’s de-internationalization was driven by a combination of external and internal factors. These factors were related and contributed in different ways to create a downward spiral of de-internationalization. In conclusion, we propose that such a negative spiral in foreign markets is related to a firm’s inability to recontextualize, something that even globally standardized transactional platforms must be capable of doing. The importance of recontextualization highlights the fact that a platform business consists of elements that are embedded in a particular local context.

Original languageEnglish
Pages (from-to)3-24
Number of pages22
JournalInternational Review of Retail, Distribution and Consumer Research
Issue number1
Publication statusPublished - 2022
Externally publishedYes


  • case study
  • de-internationalization
  • Digitalization
  • platforms
  • recontextualization

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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